In what may become the next epic battle, Fabio has issued a challenge to the old “Old Spice” guy – he has challenged Mustafa to a duel.

That’s right – Fabio Lanzoni has become the new “Old Spice Guy”.

In a new ad campaign created by Portland Oregon firm Wieden & Kennedy, Fabio has been shown on television and YouTube challenging the old “Old Spice” guy Isaiah Mustafa to a duel.

Mustafa, who has represented the Proctor and Gamble cologne for years says he is up to the challenge and prepared for the fight.

P&G says,

“In this campaign Fabio is the ‘New Old Spice Guy’ replacing Isaiah Mustafa. The commercials are part of Old Spice's campaign ‘ManoAMano in el Bano’ in which ‘The Old Old Spice Guy’ accepts Fabio's challenge.

We wanted something young and hip, but also something that was more than just TV ads. By utilizing YouTube and other social media we can draw attention to our product and create both new and younger consumers. So far it has been a tremendous success.”

Fabio is no stranger to plugging products. In the past he has been a spokesman for I Can’t Believe it’s Not Butter, Geek Squad, Oral-B, and Nationwide Insurance.

He also has developed a woman’s clothing line for Sam’s Club and has penned several fitness books and appeared in the movies “The Exorcist 3”, “Dude, Where’s My Car?”, “Zoolander”, “Spy Hard”, and “Death Becomes Her”.

We have to admit – it is a clever and funny campaign and suspect it will do well.

Isaiah Mustafa is no stranger to television either.

Since his career took off in 2005 he has appeared in numerous television shows including “Chuck”, “Ugly Betty”, “NCIS”, “Football Wives”, “Castle”, “Love Bites”, and “Hot in Cleveland”.

He is also a veteran of the big screen and just appeared in the movie “Horrible Bosses” and is currently filming the 2012 remake of “The Three Stooges” starring Sofía Vergara, Jane Lynch, Larry David, and Sean Hayes as ‘Larry’.

We applaud P&G on their creativity and use of multiple media platforms and think this is the new normal for a successful advertising campaign.